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The marketing and public relations handbook for museums, galleries and heritage attractions

Autor: Sue Runyard; Ylva French
Editora: Walnut Creek, Calif. : Altamira Press, 1999.
Séries: Professional museum and heritage series.
Edição/Formato   Imprimir livro : InglêsVer todas as edições e formatos
Resumo:
"To survive and thrive in the competitive environment of the next century, museums, galleries and heritage attractions will have to use increasingly sophisticated marketing techniques. They will also have to employ effective public relations to explain and defend their role as custodians of our heritage. This book not only explains the principles of marketing and public relations but also provides practical hands-on  Ler mais...
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Gênero/Forma: Handbooks and manuals
Handbooks, manuals, etc
Guides, manuels, etc
Formato Físico Adicional: Online version:
Runyard, Sue.
Marketing and public relations handbook for museums, galleries and heritage attractions.
Walnut Creek, Calif. : Altamira Press, 1999
(OCoLC)891679742
Tipo de Documento Livro
Todos os Autores / Contribuintes: Sue Runyard; Ylva French
ISBN: 0742504077 9780742504073
Número OCLC: 44153196
Descrição: xiv, 290 pages : illustrations ; 25 cm.
Conteúdos: Ch. 1. What is marketing? --
ch. 2. The marketing audit: internal factors. Case study 1. Natural History Museum, London. --
ch. 3. The marketing audit: external factors. Case study 2. Long Beach Museum of Art, California. --
ch. 4. Designing the marketing strategy. Case study 3. Penshurst Place and Gardens, Kent. --
ch. 5. The marketing plan: traditional techniques. Case study 4. 'Eternal China' exhibition in California. Case study 5. Fishbourne Roman Palace and Gardens, Sussex. Case study 6. Advice from an advertising professional. --
Ch. 6. Tourism marketing. Case study 7. Tourism marketing in an overcrowded market place (Bath). --
ch. 7. Marketing: new techniques and how to use them. Case study 8. The promotion of Hampshire art galleries. --
ch. 8. Audience development. Case study 9. Audience development for the Getty Center, Los Angeles. --
ch. 9. Research and evaluation. Case study 10. Economic impact --
'Eternal China', California. Case study 11. Visitor research --
J. Paul Getty Museum, Los Angeles. Case study 12. The Tate at St. Ives, Cornwall. Case study 13. The Museum of Science and Industry, Manchester. --
ch. 10. Principles of public relations. --
ch. 11. Public relations strategy. Case study 14. Creating and promoting Museums Week. --
ch. 12. The media overview. --
ch. 13. Working with the media. Case study 15. Press campaign for the George Washington exhibition, Huntingdon Library, San Marino. Case study 16. Saving the Moran painting for the Bolton Museum and Art Gallery. Case study 17. How the Angel of the North took the media by storm. --
ch. 14. Communicating in a crisis. Case study 18. Accidents and incidents --
some examples. Case study 19. Dealing with the threat of funding cuts. --
ch. 15. Events as part of public relations. Case study 20. A pre-Christmas event at the Natural History Museum, London. --
ch. 16. Evaluating and measuring public relations. --
ch. 17. Communicating with staff and stakeholders. Case study 21. Stakeholders: an example from St. Albans, Hertfordshire. --
ch. 18. The relationship between marketing, public relations and fund-raising.
Título da Série: Professional museum and heritage series.
Outros Títulos: Marketing & public relations handbook :
Responsabilidade: Sue Runyard and Ylva French.

Resumo:

This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.  Ler mais...

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For...a book on this topic to be useful, the authors need to achieve a good balance between explication of conceptual theory and detailed practical advice. Marketing and Public Relations Handbook for Ler mais...

 
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